1. E-marketing Class 4: Excellence José J. Cabrera y Charro Msc Office 2.94 (sporadically) jose.cabrera@hu.nl 06 5395 2422 http://nl.linkedin.com/in/josejaviercabreraycharro http://www.compassonlinemarketing.nl/blog

2. LinkedIn group: IMM eMarketing n Did you register? n Activity n Finding inspiration n Continue!

3. Remember traffic? Most important thing of all? Just for a while… No excellence, no glory…

4. Online marketing: TCEI-model TRAFFIC CONVERSION EXCELLENCE INNOVATION

5. Two things you need for long term success… Happy customers Happy shareholders

6. Today: Excellence n How to achieve excellence? n How to get happy costumers? n How to get happy shareholders? n Trade-off n What does this mean for your projects n If we have time: presentation that got € 30.000 in 30 minutes

7. How do you make a customer happy? What do customers (realy) want?

9. Feestkleding 365: What’s really important? 1. Fast delivery 2. What if size not right? 3. Lowest price 4. Large variety

10. How do find out? n ASK n Imagine & analyse n Talk to people n Surveys, focus groups, etc n Quick internet surveys n READ n General studies & trends n Industry studies & trends n When live: MEASURE n What do stats/analytics tell you? n A/B Testing

11. How do you give customers what they want?

12. Customers wants  Offering n 4P’s n Assortment, products/services n Prices, discounts, etc. n Design critical elements of the value chain n Logistics n Customer support n (Online) payment n Technology & hosting n Legal n Etc,

13. Feestkleding 365: What’s really important? 1. Fast delivery 2. What if size not right? 3. Lowest price 4. Large variety 1. 15h, same day 2. New size, no postage 3. 100% warranty 4. Most products on the web

14. Don’t forget to tell the investor: What your customers really want. How you will make them happy (your OFFERING) Happier than your competitor does.

15. What do shareholders want? investors

16. What investors do and what you should do to get their bucks… n Invest money n Tell them how much money you need n On what you will spend/invest it n Make profit n Tell them your sales price n Show break down of costs n Tell them how much you can/will sell n ROI= Profit / investment n Scale up/down n How can you scale up if succesfull? n How to recoup investment if it is not?

17. How do you give shareholders what they want? investors

18. Investors… LIKE n People who know what they are talking about n Clear facts, clear calculations, clear strategies n Low investments n Big ROIs n Entrepreneurs who take risk themselves n Scalable strategies n Clear exit strategy HATE n Bullshit n Difficult words and strategies (KISS) n Investment in intangible assets (like advertising) n Ideas that are easily copied, no clear advantage n Too much ‘me too’ n Too much ‘hasn’t been done before’ Investors are suckers for: ‘it’s like this or that big success, but a better/different in unique way’

19. Don’t forget to tell the investor: How much you need? For what? How much you will make (profit x volume) Why it is going to work. What if it does? What if it doesn’t?

22. Contact me José J. Cabrera y Charro jose.cabrera@hu.nl Office 2.94 (sporadically) 06 5395 2422 http://nl.linkedin.com/in/josejaviercabreraycharro http://www.compassonlinemarketing.nl/blog